Impact of Utilitarian and Hedonic Shopping Values on Individual's Perceived Benefits and Risks in Online Shopping

Abhigyan Sarkar

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

[Abstract] An individual’s overall perceived shopping value has two dimensions – utilitarian and hedonic. Utilitarian shopping value relates to the functional aspects of the shopping context. Hedonic shopping value is derived from the perceived fun or playfulness of the shopping. An individual also assumes some benefits and risks in any shopping context. The e-shopping tendency is increasing rapidly among buyers across the world, which is the focus of this study. This study investigates how the individual buyer’s perceived benefits and risks in e-shopping are influenced by his or her perceived utilitarian or hedonic shopping values.

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References

1953The Standard Edition of the Complete Psychological Works of Sigmund Freud 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2001Hedonic and utilitarian motivations for online retail shopping behavior 1997Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces 1991Measuring the hedonic and utilitarian sources of consumer attitudes 2006Development of a scale to measure the perceived benefits and risks of online shopping

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